Thought Leaders in Artificial Intelligence: Jim Regan, CMO of MRP (Part 5)

Jim Regan: You have these companies doing a great job aggregating behavior that’s online but there are all these other inputs that provide a lot of context for the machine and bring us a level of capability to make our predictions even smarter. The second thing is I just hate is the way content is being created. I feel that it is so antiquated. That is still happening at the agency level.

Now that you have this unique visibility into what an organization is consuming, the challenge is in creating enough content to message them in a meaningful way, and I don’t see how they’d do it. I think the content industry is very far behind with this artificial intelligence capability.

We start talking all the time about more of a crowdsourcing model where companies move away from focusing on creating their own content and companies think more about aggregating interesting stories for their brand and maybe even with their competitor’s brand to educate and engage the customers in a more networked way. I just can’t see content the way it’s currently being created scaling to meet the demand of this intricate level of visibility. You can only create so many segments.

Sramana Mitra: So if you were starting a company to address that gap, what would you do? What are we talking about?

Jim Regan: I need you to start a company that focuses on specific topics and has multiple sponsors. I’m not talking about analysts. I’m talking about multiple companies coming together and working together on creating content around a particular topic where you’re providing insight into a centralized repository that we can all drive our potential customers to.

Sramana Mitra: Mini trade press equivalent online. Let’s take an example of mechanical design. Mechanical design only has a few players. It’s a big industry but it’s a few number of players. You’re saying that you need companies that drive a whole bunch of these mini-niche media sites where all of these players collaborate to generate content.

Jim Regan: That’s the only way. You become much more open about what you’re good at and what you’re not good at. Instead of trying to message and deliver these very niche messages that support your value proposition, you just become more of an open marketplace.

Sramana Mitra: Your proposition is to create a media company that is going to manage a whole lot of these sites but they’re going to be sponsored content driven by the domain players.

Jim Regan: It has to have a video presence or some event happening daily online where people are much more open about what they do. Especially in the field that we are in, the percentage of our customers that really understand us is so small. If we can educate the world about this, we’re all going to do great.

Now we can slice even deeper and see another segment that’s showing a lot of activity. How do we write on that? God forbid, you have to outsource to someone who doesn’t understand what you want to say. With our clients, the millions of dollars they’re spending creating content in a vacuum is inefficient. It doesn’t feel that it meets that challenge.

Sramana Mitra: It’s a complex company to build especially for these highly technical segments. I see where you’re going with it. Thank you for your time.

This segment is part 5 in the series : Thought Leaders in Artificial Intelligence: Jim Regan, CMO of MRP
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